How to Measure the ROI of Your Employer Branding



Introducing our speaker: Marlene de Koning

[00:00:40] Hello everyone. Welcome to today's webcast. We're excited that you can join us. Today's topic is beyond clicks measuring the ROI of Employer Branding. Before I pass it over to my colleague just a couple of logistics items to go over. So you all know you will get a copy of the presentation slides as well as a link to the recording in a follow up email within the next few days. So keep your eye out for that. If you want to revisit anything share you do need to furiously take notes today you'll get all of this. We will have time at the end for Q and A. So if you have any questions feel free to enter and interview the Q in a box and we will get as many questions as we can at the end. And then if you have a minute before you leave today's webcast there is a survey we greatly appreciate your feedback. We review it after every webcast. We do these monthly and love to continue improving on the webcast that we do for all of you. So we value feedback if you have a minute to give that. So with that I will pass it over to my colleague us through today's presentation.
[00:01:51] Thank you. Well welcome everybody. My name is Miranda Goring and I'm working out of Amsterdam. So good morning. Good evening everyone. From here I'm worried about our adventurism in Wellington from disillusions. And we're the that bringing innovations to life within Frankenstein's solutions and we hope companies will bring their employer opposition to the right of users by making sure my rent comes libelling.
[00:02:21] So in my day today. I get a lot of questions on the value and the material investments are blur rendering and I want to share a little bit of my experience from all the questions that I got from my clients.
[00:02:38] So first I'll take a step back and talk a little bit about the value of brands and why it's so important to not only focus on those clicks but you take a step.
[00:02:51] Then secondly I start saving a little bit deeper into reporting and sharing on your own life how you can leverage LinkedIn. If you're looking for those numbers to show you are a way of everything you're doing on social and the last thing is if you are spending budget. How do you find it. How do you show your way to your executives in the team. And a lot of the people that I've been working with are struggling with that so I will share some tips for that as well.

Emotional connections drive brand loyalty—and the same goes for employer branding

[00:03:23] So first take a step back and think about branding so vague about the clothes you are wearing or products that you're buying. A lot of times you have seen a lot of retirements but you've never clicked on those. So for me one of the biggest examples is Coca-Cola. Since I have been a kid I have been seen during this season a holiday truck on television with all the Christmas lights and it gives me a holiday feeling so whatever I'm at the airport then I have choices of families or friends. I would choose the brands because I'm feeling some emotional connection is reminding us on occasion it gives me some holiday spirit. And this goes for shows I buy and so on to friends and this becomes. This is because I'm emotionally connected. There's a practical value but there's also an emotional connection. And if you want to relate it back to employee branding you want to create some sort of brand loyalty. With potential candidates and with an employer Randi you have those candidates that are not necessarily looking actively for a job where you want to pursue as a company. So you want to really make them brand aware of your company and you're a damn right employer for them and they might want to work for you. Now that means six or nine months down the line you really want to establish that emotional connections to whenever you're ready to move. They want to work for your company. So I always try to pretend I'm they smart and proud of what I sign. So here it says not everything that can be counted counts and everything else can be counted.
[00:05:10] And in these days they were so focused on Internet and transactional where we sometimes forget that we have lost some of that happening out there without us going for the breath.
[00:05:29] So if you think about all the things that you can measure and things you can't measure why are we so focused on the things that we can't measure.

[00:05:37] If you think about back in the day where we were advertising on billboards and we didn't know how many people drive by just randomly thought about a number that was an average and you don't even know if people were looking at the billboards. We still say it was a very big campaign. When you were showing that we're in these days how social we can measure a lot of clicks and there's real things that you can measure but you cannot marry are a somebody emotionally connected to your brand within the first time. If you are you can only measure if you've made them aware.
[00:06:13] So a few years ago there was a video and if you haven't seen it you can look it up on YouTube and scroll the far away of my mother. And it was a very popular video and the presenter basically shared that assignment.
[00:06:27] He was very successful in his job because of this mother and he helped him became a father a lot of self-esteem. Therefore he was there at SIL's and it all came because his mom was raised in well gave him the self-esteem. Every time he felt insecure she gave him the security. But it will all seem to put in a pie chart. So he's sharing it.

Not every part of employer branding can be measured, but that doesn’t mean those parts aren’t vital

Therefore not everything can be measured. So if you want to do is a little bit more practical and measure each side of your company think about the things that are important to you and I think if you can measure but also think about things that you can't measure but they're still there and that are important because you know if you've shown your advertising we can actually show how many impressions are shared. So how many people are actually interacting with your friends.
[00:07:24] And remember not everything can be measured.
[00:07:31] So if we want to go a little bit more practical on what we can measure maintain there is first I'm going to show you a little bit of how we look at the candidates.
[00:07:43] So as I said mentioned before his candidate the journey has changed. People don't directly go to a job application and get hired. You first need to be aware of you as an employee of the company and if you think about a lot of interviews these days they hire for talent and they started to find software engineers. But if you were a bigger tech. But you can also work in healthcare. How does an 18 person know that they can move into healthcare refurbishes them to make them aware that if you are in banking and healthcare that you have an I.T. department that they could work for and as your great employer or could be an employer of choice within that industry do you want to generate some awareness. Then the second stage is to in every major who they consider. So whenever they want to move it considers you as the best they were and if you have generated interest then you must really lock them down and bring them into the funnel build that pipeline of candidates and eventually down the line get them hired. So this process normally takes a lot of time. And what I normally see with most of my clients is a measure at the end of the funnel. So what we do in recruitment is we check how many hires do we get it. And that's not all you can matter because if you actually want to measure the effect of your boyfriend you want to measure his awareness to consideration the interests and eventually be higher because even if people are aware these days they might be a higher six or nine months down the line.
[00:09:26] So 104 doesn't mean firm.

Unify your different ROI measurables into one concrete story

[00:09:33] Many people within HRP recruitment and a return on investment means being known as a volunteer being on top of the list. It's it can be Universum it can be one of the top employers within your region. It may be driving brand awareness having more followers. So a lot of times from Nathan when we're talking to our customers they ask for more followers.
[00:10:02] And just the number of followers or he has a growth rate in mind.
[00:10:06] They want to generate buzz around their friends referrals are still a hot topic within the recruitment industry. So they want to get more referrals. They want to avoid retention rates or they want to have focus and be on a qualified candidate.
[00:10:20] But this is also very much focused on his son so how do you relate this back to your business and how do we make sure that everything we do within a child within recruitment helps our businesses succeed. So when I'm meeting with executives and I ask them what are the lines. They get some different answers.
[00:10:46] So from them they are really focused on their overall business results. So what you see here shareholders value productivity MBBS scores increasing sales and reputation management and all these things can be linked back to our jobs and to what we do. So there's thousands of followers you need. You want to relate to back. How can those followers increase productivity of the company. Actually I don't think you can measure because if you have followers and the right audiences and therefore you reduce your time to hire. You hire more qualified people. This could increase productivity within your company and therefore it helps your company be more successful than you today before. So we really want to help you think about how you can put all the ROIC that we can give you into a story to sell to your executives.

Downstream analytics provide insight, helping you make informed decisions on budget and engagement campaigns

Before this started a little bit back remember to follow I just showed you here Shishi again Before this started a little bit back remember to follow I just showed you here again parts of Canada that is unaware but there are a few things that can be shared and showed on reporting that reversing is the downstream analysis. Here we can actually see how many unique mangroves you have reached so think about if you're doing any campaigning think about campaigning you might have done on different media online on radio on television. How do you know how many people have listened how many people have seen well actually on social now we can show you how many unique members you have reached with your advertisers and then we can really show with your market share is because we can show you how big the pool of talent is you're seeking and how many of those people are aware and then the next thing is we can also share how many of those unique members are converting to page views to just use how many of them are becoming a follower and read memoirs. Followers of LinkedIn are basically people who have raised their hand and said that they're potentially interested in working for you so it might not be now but maybe down the line. So these are really brands engagements that you can measure unique member and of course you can put in your huge GM crops to measure more things from your own analytic tools. And then if people are starting to get interested if you really want to make sure that you generate those leads. So again we can really share and show you the number of these you've gotten. So we have got two which we call pipeline builder. And here we have locked down those leads those in order assist us phone number day led directly here everybody who has been engaging with your friends. And then we can construct a conversion on how many people are really becoming interested in applied and hopefully eventually get hired and we can see all of these rich so this really helps you to provide insights to make informed decisions on where you want to allocate your budget and infection versus in the future because you can also see if people are aware but they're not engaging you might want to override your story or if people are engaging but not really converging there are things you want to to or can change in order to really get the rituals that you are looking for.

Analysis of new page views and followers can reveal how successfully your brand campaign drives awareness  

So this is some examples of how you can report of how we can report to you on awareness so we can actually show you the unique managers as I mentioned before from your target audiences. So next time you are sitting now with your manager or somebody for writing you free to ask about unique membership touched and how big the audience is so you exactly know who your market share and how many brains you've delivered how many ticks you received. We can all show you this there are insights. These are jobs used to page views and they really show who's considering you as an employer and more importantly the followers. And as I mentioned these are people who basically raised their hands and said they are interested in working for their company over time. So followers within the right audiences are really important to lock down and build that pipeline with any audiences you see want to hire in the future.
[00:15:44] So you might wonder Okay. Can you give me an example of how does this work. Are any clients worth doing this. And if they're successful. So I've seen them the example that I wanted to show you a company that wanted to hire engineers. One of the most sort of audiences in the world at the moment and this is just conveying the initial results after six weeks of being the life of an employee campaign. You can see that over 55000 members were made aware that 419 of those considered the company and showed their interest in a potential working there and then 81 members of this 490 converted to the pipeline. And then after six weeks one member got hired.

Analyze the cost per lead and cost per hire to gain insight into your employer branding strategy

[00:16:35] So even Harper's very strong recruitment process and they're hiring very quickly. But interesting and this is actually related back to the center done in employee everything from a cost free to the cost for hire. I think this gets interesting and gets a unique membership in these people you've reached it's very important to know what your audience size. Well the next phase is you always want to know how many dollars do you need to invest to get what you want. And this really shows that your customer needs in this case is 20 to 48 euro and the cost for a higher is below 4000 Euro depending on where you get. And it was only after six weeks. Can you imagine if this thing is running longer. What results then would be the guess as I mentioned the hires will be done down the line.
[00:17:43] So if you're asking for more budget more numbers might be very interesting embedding only India with Iran Asia. But as I was sharing it you want to read everything back to the business. So trying to calculate productivity and relate it back to your brand. Think about what you have done. And are others as well. There are blocks and blocks and numbers calculation to that can help you in building a case in that way. It really shows what your brand has an effect on increased productivity. And I also have learned that executives are focused on the competitive advantage.

[00:18:27] So it's really important to use those metrics and as we can we can show you how many people you are hiring from your competition and how many people you are using to your competition. But you also want to know if you're getting more applicants from cell phone companies or if your recruiters are sending an email to your competitors. How big is the response rate. How many people who actually start to interact with you to engage with you as a company afterwards. These things say something about brand but also how many top performers are you able to attract from the market and how many of those do you lose.
[00:19:04] And of course LinkedIn Center Brand Index an index where we measure what the reach of your rent is compared to your engagement. We can then very to your peers and see how rallier rents performing on LinkedIn and let's not forget the age our metrics studies show that your employer brand is better when your brand is better. People accept offers faster.

Consider new hire failure to determine where your employer branding stands

[00:19:34] So what does it cost your organization. If people don't sign your offer or aids your requisition is open for a certain period of time. If you can measure that you get faster and a higher acceptance rate of office you set out by periods of the stronger employer brands you can calculate actually how much of savings you have for your business.

[00:20:02] Because if people start quitting within the first six months of their new job that might be there are some different perspective of you as a company from when he thought you were as what they experienced when they entered your company because otherwise why would you quit in the first six months. And another H.R. metric is the higher referral rate and it refer to apply rates as people refer when people don't apply after they've been referred. Then your agent again might be very good. So your internet campaigning your proudness of a place to work is there but it's not carried out.
[00:20:43] So you might just be missing something or go to market strategy because internally people are raising your rents but certainly they're on where the campaigning might be a good option. And lastly the retention rate is always a good thing to look at.
[00:20:58] If you're looking for how well your brand is performing so I just mentioned LinkedIn Brand Index and we can measure how your brand is performing only dead. And of course if you're investing in conveying to your target audience is your rate will go up but it's not necessarily true. What we measure on LinkedIn is only affected by the things you do on margin.
[00:21:28] So think about all the external effects think of a companies what it sometimes when they're in front of the newspaper and these are some examples from years ago. What this does to their brand and actually what you can see is there something with your reputation your it will affect your employer read as well. The guest come people want to work for financially healthy companies they want to work for companies that they can be proud of.

Effective branding can drive talent acquisition, saving you time and reducing recruitment costs

So everyday or something with your reputation you need to invest way bigger in order to get your employee a brand as attractive as it was before as well. And I think therefore this might help you think that it's not only a chance for me but it's actually a company effort if you want to make your employer red velvet internally and externally. And I want to show you an example of a company that's really easily used as a company. All the efforts done in recruitment.
[00:22:31] So this is a screenshot of the Anywar refers to 2016 a Philips and Netherlands headquartered company and they actually talk about everything they save and deal with think renting.
[00:22:48] So it's smaller so you get a slice.
[00:22:52] But as I zoom in you can actually reshared it Phillips says that they are Jinhua strengthened under acquisition capability and completed more than 80 percent of their executive hires in 2016. Saving 3 billion euro in agency costs due to effective activation of highly targeted recruitment campaigns.
[00:23:22] So they actually share in their annual report the year before it shares one of their goals and a share here being a success in their advertisers and in their campaigning and outreach actually resulted in the very high completion of executive which not only get them more hires but actually save the company money. And the second thing that is very important in this Alenia I circle is the following.
[00:23:53] I told you that a lot of people said that when I asked them what are life for you as being on top of some friendly list. And then the next line went out to talks about the return on investment for executives.
[00:24:10] I actually shares that competitive advantage. SCHWAB So were they highlighted here is that Philips in 2016 was recognized as the best think Crosslands acquisition by a corporate executive board and is in the top 1 percent of LinkedIn flow instructors so they writing deals as a company in your annual reports. It stays to be outsiders. It is not only an H.R. effort anymore but it is a company effort in really matter to a company. So whenever you bring out your quarterly numbers and are pushing it out it would be really good moment to start to talk with your executives about aid sharing. Bring that voice to the table on what you can do to help the companies resolve and how brands can be helping you to reach those schools in either cost saving or winning more money.

How to effectively pitch an employer branding campaign to your executives

[00:25:08] And this is hard.
[00:25:10] Yes it's not always as a recruitment manager or as a recruiter. Easy to talk to your executives. So it's not always easy to get what you want because you need to have your Hiersche indigent need to do so many things and a lot of times especially when they're a smaller company you're responsible for so many things. So what do you say. Where do you focus on when you're talking doing the executive.
[00:25:37] So I just want to give you a few tips and highlights of the things that I've been experience seeing when I talk to an executive and some are cliche or maybe an open door.
[00:25:50] But they're actually true because sometimes we're so busy with our own job that we forget that other people don't do the day to day if we are doing it having the same knowledge that we have. So your business success does know a lot about the business but not necessarily about your business. So never assume that they know what you know and always know when you go in which you can measure what you can.
[00:26:17] Yes if you promised energy can there's something you can do is not helping by making your away case and always make sure you're prepared.
[00:26:26] So no no you want to focus on do you want to focus on competitive advantage. Do you want to focus on retention. Do you want to focus on growth and who do the right numbers behind it so you can really make sure you tell the story you tell one story. You get fined for that story and then deliver on it.

Not all company leaders view marketing as an investment—so show how talent initiatives can increase financial performances

[00:26:46] So if you talk about branding them and you want to increase your investment in branding remember that not all company leaders from marketing as an investment allow as an expense to really start thinking in how you can link your initiative to your financial performance and link it to the market share because if you can talk about these things it will help you to increase share marketing budget for your recruitment efforts. And lastly think about revenue and think about the potential risks and reveal them and reveal what risks you have at a table that also asked them what will happen if you don't invest. What will happen if you don't get those hungry sales people in Belize still make your number by the end of the year. If you want to double your revenue radiance of 2020 800 people to do so. What's the cost of the business if you don't get those people that help you drive the frontier or ask the question What if we don't have the people we need for our mobile security at a bank. What effect will that have on our customers and their business model. And then think about the cost and the potential revenue we will gain from getting us before we really make that business says so just before hand and I open it up for questions.
[00:28:23] I want to give you the three key takeaways number one for me is branding. And remember they're not everything that counts can be counted to focus all the things that you can be measuring but also take into account that there are things that you still can't measure. The second thing is relaid everything back to your company's goals.
[00:28:48] In need of people for a reason. So finding a region really makes story about debt and always be prepared.
[00:28:58] I want to thank you for your attention and I'm happy to take any questions.
[00:29:05] Wonderful thank you. Everyone on the line if you have questions please put them into the Q in a box and we will try and get to all of them as a quick reminder before we jump into Q and A. You will receive an email in the next few days with a link to the recording and the slides so you will have all of that as reference which is always great. And again if you have a minute before you add that today's webcast to fill out our survey that should be in your window. We greatly appreciate that. As I said we do these webcast regularly and always try to continue improving and your feedback helps us do that.

Combine data from LinkedIn and your ATS to track how your employer branding campaign is driving talent

And so with that we will open it up SECU and a mom and our first question is asking about how measuring our way works when you if I'm understanding the question correctly how it works when you have data that's within your ETF as well as within that LinkedIn recruiter and kind of how can you use those together.
[00:30:02] If they don't always necessarily you know you don't have properly revolve the data so it depends.
[00:30:10] So you think you might relate back to that there might be some discrepancy of what's happening here or ATSI or it was linked.
[00:30:23] Indeed. And I think they're selling to each other.
[00:30:25] So what we can measure only in and not only through a recruiter but also through your range of managers are all the touchpoint. So from making people aware when you're interested is when they're considering. So I think there's really an added value from our data and then in your ATSDR you can actually really measure who you hire and where you're coming from.
[00:30:50] So you then combined it data then you have the full funnel and actually there Edlington we have launched recruiter system and that's where we with certain ACARS systems trying to connect yes with links and recruiter so you can actually start measuring in and getting updates in both recruiter and your age. Yes because they're exchanging information. So that might be the next level for some of you in your information trading and really mentioning that our wonderful things I'll actually add a quick note on recruiters of them can act before I moved to the next question.
[00:31:35] Recruiters of them can access it currently works with a number of different ATF partners. It's actually something that's free that's included with your LinkedIn recruiter seeds. So you're interested in enabling that and you want more information please reach out to your relationship manager. They'd be happy to help you with that next question.

Create brand awareness with LinkedIn follower campaigns

This person is asking what criteria does LinkedIn use to determine your talent.

[00:31:58] Brand Index what criteria only measure to reach and we measure the engagement and with the reach of it we're checking with who you are or what the members are connecting to your company or with employees of your company.
[00:32:22] That was the engagement where retreading who is converting to two of your LinkedIn career page Tournier used viewing your job and it was becoming a follower. So there's a difference between reach as engagement's and then we define those numbers to get to a percentage so we can honestly compare it to your peers. So and then if we look at the growth of our seven brands we both look at the growth your reach and theory of our engagement. Because some banks your reach if you really are starting to create a bigger brand awareness your reach goes up really quickly. But not always your engagement converge at the same time. So we really share with you both the index and the engagement rate.
[00:33:15] Great thank you. Our next question What is the best strategy for increasing your followers. If it's a new business or a new company with no brand recognition.
[00:33:29] Creating brand recognition would be then I think on top. So really make people aware are out there and I think the first start would be free with that for typing. So I'm on LinkedIn we can do follow conveying salubrity make people aware and as her brand exists it's a very easy and convenient way whereas Lentin we do everything for you. You only have to share that audience if you want to select and then we put it live for you and we really drives those people to check you out as a company to start following you. So from there within the right audiences you can then start to engagement and engage them.

You don’t need to rely on referrals to drive employer branding

[00:34:11] Next question assuming you have a positive employment brand is there is there a target percentage of total hires that should be employee referrals.
[00:34:23] Well then I think it really depends on your company's strategy. There are a lot of articles out there to take the 25 percent of something off here. It should come from a referral. And I think at some companies you really see 25 30 percent coming through referral. But it also depends on your company size and it depends on the departments and there are a lot of parts of the equation that can vary. So I think one of the things that you want to measure as well is how proud of employees are and to work for you how much are there sharing. So it's not necessarily if they're sharing jobs out there. There's a referral what it might be somebody from their network great.
[00:35:16] Thank you. Another question this is regarding someone's talent brand inducts and they said they have increased by about 4000 followers but their overall talent brand index percentage has remained the same. Does that simply mean that our competitors are increasing followers at a faster pace.
[00:35:35] So it sounds like their reach has there their engagement has increased but maybe not in their reach potentially but they've they have more followers but their town Brand Index has stayed the same. What might cause that so if you have more fall age here.
[00:35:54] So then your reach and your engagement is growing almost simultaneously and that's a pretty great result to have because it means that you are tapping into a larger audiences but also majority within the larger audience more people start engaging with your friends as well. So that's a very good place to be.
[00:36:18] Wonderful. Interesting question here. I like this discussion that person's asking. They're wondering for a company this is a startup for example and isn't necessarily at the point where they're generated right there generating revenue so they might be they might not have any revenue negative revenue yet they might have no rights. No positive revenue yet because they're a start up of what are some other metrics that you would recommend that they track where they're hiring from.

[00:36:47] So I think if you are still building up your company you have said you know what top talent is within your industry or where you want to hire to make the difference to make or break where your company is going. So I would really start measuring how engaged those people are there and how much they are willing to move through your through your company. So start to feel about the engagement the sentiment the number of followers you're getting and the interest there is around your rent great.

Key takeaways: not everything that counts can be counted, and relate your goals to the big picture

[00:37:25] We're it looks like that was our last question. So I'll give people another few minutes if you have questions please feel free to put them in the queue in a box for happy to answer them. Again if you have a minute follow the survey we greatly appreciate that. I basically say that right now and you will also again receive an email follow up in the next few days with a link to the slides and the recorded.
[00:37:49] And again we'll stay on the line for another few minutes and answer any more questions that come in so I don't see any more questions coming in.
[00:38:47] So I think we're probably safe to say that we've answered everyone's questions for today. If you think about leaving words and you have additional questions please feel free to reach out to your LinkedIn relationship manager or your solutions consultant. They'd be happy to help answer any of your questions. Thank you so much for joining us today. Thank you for taking us through today's presentation and we hope everyone online has a great rest of their day.